The campaign – created by Bartle Bogle Hegarty, planned through WPP’s Mindshare and outdoor firm Kinetic, and produced by DOOH specialist Grand Visual – earlier this month used 100 CBS Outdoor LED screens at London Underground stations and 25 at the city’s Westfield shopping centre to count down to the TV show’s debut.

The countdown ran for three days, after which – with the show now airing daily – the LED screens switched to tactical messages previewing the next morning’s edition.

The campaign is designed to announce the exciting new breakfast format and build interest in the show’s content. We have been able to harness the flexibility of digital outdoor media and sync it with all online communications instantly at the push of a button”, Lucy Scott, team manager at Bartle Bogle Hegarty, was quoted as saying.